When doing keyword research what are you using as a metric in determining numbers? Exact, broad or phrase? I ask this because when doing off site seo say your numbers on a broad or phrase keyphrase like: cashmere socks might show SEOT as being say 25, but when switching to exact shows 0, therefore a pointless keyword right? Well not really, because the exact data in Google is based on users using quotations, at least I think, or is exact simply that single phrase or word? However when doing backlinking, would you go for more of the broad and phrase keywords? To possible bring in some of the numbers it actually shows?